Imagine your typical morning coffee or tea, how it tastes and the way it makes you feel. Now imagine being on a remote island, sun rising, with your drink in hand. That sip is unlike anything you’ve ever tasted—that’s context.

When we feel something is out of context, it’s because there’s a mismatch in the intention, behaviour, and environment. Looking at the Mona Lisa in a dark basement versus The Louvre surrounded by people taking photos creates two different memories.